Marketing - Beyond 360-degree customer view

-
white printing paper with Marketing Strategy text
 
Organizations try to measure the customer across all the dimensions to have full view. A 360-degree view will inform about variables as shopping and browsing patterns, social conversations, customer service calls and warranty history.

All the big data that is collected across the customer journey need to be converted into an actionable plan—to drive more purchases and strengthen the loyalty of each customer—you need a beyond 360-degree view.

The “second lap” around the customer experience is all about what you as an organization do on a daily basis with the insights generated. Too often, organizations expend most of their energy to gathering customer data, but do not spend enough time actually applying what they learn to the day-to-day processes that drive incrementally better decision making.

Only with that 720-degree view can you as a marketing business leader can make more effective decisions around how products, prices and promotions influence an individual’s buying behavior. This will help to identify the segments and channels to connect with the customers using hyper-relevant content for targeting.

The non-stop customer is always evaluating—before (awareness), during (shop) and after purchase—and sharing those evaluations with others. That means you need to be truly hyper-relevant to each customer, incrementally and constantly. Only by continually re-evaluating (and re-prioritizing) where and how to invest, per customer, per day, can you discover what resonates best with each one of them.

Comments

Anonymous said…
Nice view of customer 360.
October 23, 2017 at 6:31 PM
Post a Comment

Popular posts from this blog

Navigating the College Application Labyrinth: A Parent's Journal from Junior Year

-
 As a parent, there are few experiences quite as exhilarating, and simultaneously nerve-wracking, as embarking on the college application process with your child. It's a journey that takes you through an emotional rollercoaster ride, packed with highs and lows, anticipation and anxiety, joy and worry. It is a path that is both uncertain and uncharted, and yet, it holds the promise of a bright future. This blog chronicles my personal journey with my child through the maze that is the college application process. It's a narrative filled with countless Google searches, late-night discussions, endless paperwork, and the most pivotal decisions that are shaping path towards the next significant milestone in my child's life as he is at the end of Junior year in High School.   We had a session with five college advisors from Stanford, Duke, UPenn, Cornell and Berkeley. Here are the raw notes from the meeting and lot of good questions from meeting that will help. Sharing unfiltered
Read more

Empowering Sales Excellence: Gen AI-Driven Sales Call Planning

-
Sales pre-call planning is the process of preparing and strategizing before making a sales call or engaging with a potential customer.  Planning encompasses the collection of information, the establishment of objectives, and the formulation of a strategic course of action to enhance the efficacy and success of the sales call. Proficient pre-call planning lays the foundation for the sales interaction, endowing sales representatives with the essential knowledge, strategy, and assurance required to meaningfully engage with potential customers. Generative AI engines such as GPT can be incredibly useful for pre-call planning in a Sales team.  Here are some ways a AI engine can assist sales representatives: #1 Planning Sales Calls - AI engine can help identify the customers to call or interact in the month or week ahead based on a number of dimensions and help plan the time for the sales team. #2 Customer Insights : By analyzing accessible customer data, past interactions, and historical bu
Read more

ATG Repository Exception | ORA-29861: domain index is marked LOADING/FAILED/UNUSABLE

-
While working with the ACC I received this error while trying to add Products. 2010-04-30 18:00:45,079 ERROR [nucleusNamespace.atg.devtools.DevSessionManager._1.atg.devtools.RepositoryAgent] CAUGHT AT:CONTAINER:atg.repository.RepositoryException; SOURCE:java.sql.SQLException: ORA-29861: domain index is marked LOADING/FAILED/UNUSABLE at atg.adapter.gsa.GSAItemDescriptor.addItem(GSAItemDescriptor.java:6400) To resolve this error I have done the following: 1. Find out the table that is causing this error. In my case it was DCS_PRODUCT table and index that is causing this error was IDX_DCS_PRODUCT 2. Log into Oracle with the DBA user SQL>Connect ATG_DBA/ATG_DBA; 3. Get the DDL for the Index before dropping the same SQL> Select dbms_metadata.get_ddl('INDEX','IDX_DCS_PRODUCT','ATG_DBA') from dual; 4. Drop index that is causing the error SQL> drop index IDX_DCS_PRODUCT; Index dropped. 5. Create that index again using the following statement SQL> CREATE INDE
Read more